Apple’s spectacular success under Tim Cook’s leadership has been a wonder to behold. The company’s stock price has more than tripled since 2011, and its market value has grown from $300 billion to over $3 trillion. However, recent months have seen several high-level executives leave the company, including chief operating officer Jeff Williams and top AI executive Ruoming Pang.
This exodus of talent has raised concerns about Apple’s ability to stay competitive in the rapidly evolving world of artificial intelligence (AI). Despite introducing Apple Intelligence last year, the company still relies heavily on partnerships with other companies, such as OpenAI, to power its virtual assistant, Siri. This lag behind competitors incorporating AI into their products and services is a worrying sign.
The problem is that AI is a general-purpose technology that can revolutionize business landscapes in ways that digital computing and electricity did in the past. With Apple’s scale and stature, it’s hard to ignore the fact that the company is struggling to keep up with its competitors in this space.
Analysts like Craig Moffett have raised concerns about Cook’s tenure, citing a lack of major new product innovation outside of earbuds in a decade. While Cook has executed strategies and manufacturing processes well, Moffett argues that Apple needs to innovate more products and services to stay ahead of the curve.
As AI continues to transform industries, it’s unclear which products will be right for this revolution. Rumors about a potential new device or service from Jony Ive, Apple’s former design genius, are adding to the uncertainty. If Apple fails to adapt quickly, its investors may start to question whether Cook is the right CEO for this new era.
However, it’s worth noting that Apple is famously secretive, and surprise announcements can still happen at any time. The board of directors will need to decide whether Cook’s legacy as one of the greatest CEOs in history is secure or if it’s time for a change.
Source: https://fortune.com/2025/07/12/apple-ceo-tim-cook-leadership-stock-outlook-ai-strategy